When facts fall short

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Facts create a foundation for emotion, but it's emotion that creates action. 

Regardless of your audience, it's hard to create a potent position without leveraging both. But emotions are primal and hardwired for most of us. 

They matter more. 

If someone waits 15 hours in line at a rally because they believe their President will make America great again, you won't convince him otherwise through fact checking. Even if you've got some killer data to share, most times your target audience isn't physically capable of receiving it

Great positions are often rooted in leveraging basic emotions - happiness, fear, anger, disgust, sadness and surprise. 

Influence is increasingly how successful movements wade through a world of noise and uncertainty.  And If you want to tell a memorable story that spreads, make sure you mind the emotions. 

It's not genius, but it works.